HBSP (USA)
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Getting Brand Communities Right (Spanish version)
Fournier, Susan; Lee, LaraArticle HBS-R0904KMarketingThis article includes a one-page preview that quickly summarizes the key ideas and provides an overview of how the concepts work in practice along with suggestions for further reading. Marketers in a variety of industries are trying to increase customer loyalty, marketing efficiency, and brand authenticity by building communities around their brands. Few companies, however, understand what brand communities require and how they work. Drawing from...Starting at €8.20
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La Política Competitiva de la Unión Europea y el Poder de Microsoft
Rotemberg, Julio J.; Kalka, MichelleCase HBS-713S05EconomicsSe centra en la decisión del comisario europeo de Competencia, Mario Monti sobre basada en EE.UU. Microsoft Corp. sol se ha quejado a la Comisión de que Microsoft ha instalado los componentes de su sistema operativo de escritorio que sólo "hablar" con Microsoft para sistemas de servidores en funcionamiento. Sun ha denunciado además que Microsoft dio a conocer información sobre sus sistemas operativos a algunos socios, pero no a Sun. La comisión h...Starting at €8.20